You’ve spent months brainstorming ideas, mapping out a plan, and crafting compelling content. It’s finally time to launch your content and social media strategy. Your posts will feature answers to customers’ biggest questions, handy tips, industry news, and even the occasional fun quiz or opinion piece. It’s all ready…but how will people find it?
Every marketing strategy needs a distribution plan. Where does your audience spend time? Do you have channel partners? Where should you place ads to promote your content or special offers? If you don’t know the answer to these questions, it is time to get organized. Today, we’re going to focus on using digital ads to reinforce and deliver your marketing messages to the right people.
First, a note: If your buyers do their research via Consumer Reports, magazines, newspapers, or printed catalogs, I’m afraid this blog post is not for you. But I would recommend exploring opportunities to begin using digital ads on various industry portals.
To begin your quest for relevant digital ad placements, consider these top three sectors:
Google Paid Ads
We all see them. That sponsored text placed at the top of the search results either catches your eye or makes you scroll quicker. So, do they work? The answer is yes and no. If you have a very common target word, like “marketing,” it is quite expensive to buy ads—and the return may not be worth the investment because so many other companies are buying ads for that word. However, if you sell hand-made ukuleles, you might find more success because fewer people search for and buy ads using those keywords. Ultimately, testing this for yourself is the best way to find out. Google makes the process very simple, but working with an informed partner agency gives you the most bang for your buck.
The “new tool” to spread your content is social media, where things automatically go viral—right? The truth is social media ads require more planning and more engaging content than any other medium. Ads don’t just go viral. Ads need to be compelling enough that the viewer wants to engage with it. Interesting, fun, and useful content goes viral. With a great strategy, social media can be a powerful tool for your digital campaign.
You could probably name the top few organizations in your industry that have established themselves as the leaders, also known as “subject-matter experts.” In some cases, it makes sense to associate your company with them. Researching ad buys, opportunities to release your content on their portal, etc. aligns your company with their knowledge and places you in front of a market that is already interested in what you sell. Keep an eye out for these opportunities.
Is it time to strategize your company’s digital presence? Get in touch today to learn more.